UK merchant Top Selection is building on its on-trade portfolio with a new online retail business, 9 Elms Wines
The direct-to-consumer platform will feature more than 200 products from the Top Selection portfolio of wines and spirits, many of them ‘boutique wines… only available in fine dining establishments and specialist retailers’.
According to Top Selection, the new retail arm was under development even before Covid-19 drastically increased demand for e-commerce, and was conceived to go hand-in-hand with its on-trade operations.
‘9 Elms Wines is very much a complimentary brand to sit alongside our on-trade business,’ marketing manager Matt Ellis told Imbibe. ‘Not only do we see it as an opportunity for the public to access some great wines for the first time, but to learn how to gain maximum enjoyment from them.’
To this end, the 9 Elms team plans to work with winemakers, sommeliers and chefs to produce video and blog content on wine styles, food pairings and recipe suggestions. ‘The aim is to demystify the world of wine enough for our customers to buy with confidence both at home and the next time they are in a restaurant,’ Ellis continued.
Founder Akos Forczek views Top Selection’s on-trade experience as invaluable to its new venture. ‘Our reputation and award winning portfolio was built on meeting the exacting demands of buyers in the single most competitive wine market – the London on-trade,’ he said. ‘When one works with the best, one must always be at their best and push the boundaries. Our clients force us to always look out for the best value and quality. 9 Elms Wines customers will benefit from 20 years of expertise in that area.’
Plans for a range of exclusive 9 Elms products are underway for autumn.
Top Selection was recently named Fine Wine Merchant of the Year at the 2020 Sommelier Wine Awards – read more about the results here